The measurement that matters the most in an advertising campaign is success and that means results.
Marketing and advertising have become much more involved these days and thankfully we have detailed metrics to monitor all of our tasks and campaigns. A full, multi-channel campaign can include social media advertising, search advertising, television, radio, print and promotional events.
Each channel, for instance, social media advertising has its own distinct metric(s). The numbers are important because we constantly monitor campaigns to determine what is working and what is underperforming so that we can constantly adjust for better success and to drop or change efforts which are not achieving expected results.
Social Media Advertising Campaign Measurement
Social media advertising campaigns are measured primarily by two factors, Reach (how many times that ad appeared and someone saw it), and post engagement. Post engagement includes clicks and shares.
Reach depends on your target audience, and how long your run your advertisement in social media. Search ads work differently and also depend heavily on relevancy and how well you write your content.
When I target a broad, local audience I can easily reach a few thousand people in a few days as in the examples above. A narrower focus target results in fewer views but the post engagement can be very important.
We all want sales but brand awareness is a key multiplier for sales and managing comprehensive awareness campaign for at least a month for a new product or service will help you generate sales later.
A local restaurant reaching 3,000 to 8,000 potential customers in their zip code is fantastic marketing, especially when you pre-qualify the audience and select only those who are already interested in the topic. Yes, I do that for my clients for significantly better results.
The conversion rates vary per campaign and the post engagements depending on the way the sales funnel is set up can take new customers to a landing page to capture their contact information, a sales page, or a coupon. In one case my client wanted calls directly to his phone.
Views as a Measurement of Success
The number of views is the most important means to indicate if your online marketing efforts are a success. The photos I post online for clients have received 450,000 views which in my mind equals successful outreach.
Press Releases Utilize Headline Impressions for Measurement
Press releases have unique measurements or metrics. One of them is headline impressions. Think of the headline of an article in a hard copy newspaper. A headline impression is how many times the title of your press release was viewed online by a reader.
Another means to monitor your press release is called a hit. When a reader clicks on your headline and reads the article that is equal to one hit.
A unique hit is a per reader measurement, one hit is equal to one individual. Whereas Total Hits include the same reader coming back and reading the article a second or third time. In the example below the Unique Hits is equal to 1,646 (number of readers), and the Total Hits equals 1,746 which indicates that some of the readers came back to the article to read it again.
Notice in this example that the press release achieved an impressive 1,447,288 Headline Impressions. The typical small business press release may generate 10,000 headline impressions. The more you pay for a press release the better the results will be. When one of my clients pays top dollar the article is submitted to significantly more online venues and I also add an email blast campaign and reach out directly to the most prominent reporters of that subject.
A final word of caution, Likes.
A Like on Facebook has never achieved a sale by itself, ever. Be wary of the young hipster who tells you that he or she will manage your online campaign for you and get you 2,000 Likes on your Facebook page. Paying for that is a waste of your money.
That person simply asked their network of friends to Like your page and/or then paid an inexpensive service to add a few thousand Likes. Remember that these service companies pay people in third world countries to Like your page for pennies on the dollar and those contractors do not care about your company, page, product or services and will never buy a thing from you.
Having said that Likes can help with Search Engine Optimization (SEO), ranking in Google searches, and give you some credibility and legitimacy but it is much better to have your true fans Like your page.
However, you also need to include your social media pages and your website in your sales funnel. Generate sales from your Facebook page, run ads, and special promotions. Post events to bring people into your location or to generate online sales.
I hope that this article was helpful. Have a great Summer and feel free to call me if you have any questions.
Chief Marketing Officer